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Direct mail

Fundraising North Of The Border

The day before President Obama made his first “foreign” visit to meet with Canada’s Prime Minister Stephen Harper we received from the FLA Group in Ottawa their sixth annual poll of direct mail charitable giving behavior of Canadians. The results of this Canadian survey closely parallel the findings of our DonorTrends 2008 survey conducted among […]

Learn More February 19, 2009

Donor Acquisition In A Recession

Awhile back, reporting on results from our Vital Signs survey on fundraisers’ assessment of their near-term fundraising prospects, I expressed surprise that a handful of respondents indicated they would be increasing their new donor acquisition efforts in 2009. What I expected was that most fundraisers would face terrific pressure, based on falling returns and management […]

Learn More January 12, 2009

Recession Fundraising – Everything You Wanted To Know

We’ve now posted a series of articles under the umbrella of "recession fundraising." The series includes a comprehensive range of advice and spirited debate from The Agitator and other fundraising pros, as well as insights into how your colleagues view the situation and how they intend to respond in 2009. We though it might be […]

Learn More December 22, 2008

Recession Fundraising – What Your Colleagues Are Doing

We’ve just completed the third in our series of surveys to fundraisers who joined our Vital Signs Panel. The most important question we asked was: "As you adjust your fundraising plans for 2009, what are the three most important strategic changes or emphases you’re likely to make?" It was an opened-ended question. Rather than try […]

Learn More December 19, 2008

Debate On Recession Fundraising Tactics – II

Our previous post on recession fundraising tactics has stirred up a lot of interest. Here’s another experienced practitioner weighing in … Erica O’Brien from Adams Hussey & Associates. Erica’s advice is summed up as Direct Mail Is Not Dead. She’s particularly concerned that nonprofits not drop out of the acquisition biz to save short term […]

Learn More December 18, 2008

Debate On Recession Fundraising Tactics

Yesterday, Roger offered "contrarian" views on fundraising in the recession from "dean of fundraising copywriters" Jerry Huntsinger. Here’s more to chew over regarding fundraising tactics in tough times from AB Data consultant Jeff Malloch. Jeff is particularly unhappy over cost-cutting advice proffered in the Chronicle of Philanthropy back on December 11. Here’s a snippet to […]

Learn More December 16, 2008

Contrarian Fundraiser’s Tips For Recession Recovery

  My friend Jerry Huntsinger, sometimes called the "dean of fundraising copywriters", in a piece titled "A Contrarian Approach to Coming Out of A Recession" writes that now is the time to move beyond the worry of recession and turn our attention to coming out of it — in a growth mode.   Jerry’s been […]

Learn More December 15, 2008

Staying on Message

For the past several months we’ve stressed the importance "messaging" and making the fundraising case for your organization as powerfully as possible in these troubled times. Creative consultant and copywriter Bob Levy weighed in again over the Thanksgiving weekend with a piece titled Staying on Message. In it Bob sets forth ominous insights on structural […]

Learn More December 1, 2008

Our Tips For Fundraising In Tough Times

Last Friday, The Agitator hosted over 70 nonprofit fundraisers in a "tele-briefing" on "Fundraising in Tough Times." We reviewed fundraisers’ responses to our recent Vital Signs surveys (results here and here) and offered our advice on how to cope. Attesting to the level of concern out there, we had more attempted subscribers than "seats" for […]

Learn More November 24, 2008

Online Spending Growth Slows

As reported in this Ad Age article, consumer spending online is slowing this year-end, reflecting the overall economic downturn. Perhaps there are warning signs here for online fundraising. Forrester Research says the rate of growth in online sales for November and December over the previous year’s Christmas season will be 12%, compared to 20% a […]

Learn More November 13, 2008

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Ask A Behavioral Scientist

    Behavioral Science Q & A

    Q: As a designer who works with non-profits on fundraising strategy, I see the language like the following: “Our supporters help empower every girl, ensuring she has the resources she needs.” I do not think the word “help” is useful–I think “Our supporters empower every girl, ensuring she has the resources she needs. ” is much more engaging. Thoughts?

    Whether “help” is more engaging or not really depends on the framing and context. The word help can sometimes weaken the perceived agency of the supporter, making their role feel secondary rather than central (your point). On the other hand, help can also signal collaboration rather than implying full ownership of the outcome, which might […]

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    Q: We started offering a donor cover option last april 1. The data to date suggests this may be dampening giving.eg. those who say yes to donor cover have a lower average gift (based on analysis of 6000+ gifts). I’m wondering if those who give lower gifts feel more guilt and therefore say yes to donor cover or if the presence of donor cover is making people adjust (lower) their gift size to accommodate the extra 3%. Would love any insights you have.

    Great question! Here’s how behavioral science can help unpack what might be happening: Pain of Paying: Even a small extra charge can make giving feel more transactional than emotional, potentially reducing generosity. Fairness Concerns: Some donors might perceive donor cover as a surcharge rather than a contribution to the cause. If they feel the charity […]

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    Q: When writing an appeal, I waffle back and forth between writing “Your gift CAN…” or “Your gift WILL…” Any studies of which of these two words is best for an appeal?

    The choice between “Your gift CAN…” and “Your gift WILL…” taps into the psychological framing of certainty vs. possibility. Currently, there is no academic research directly comparing these two framings in charitable appeals. However, I suspect no framing is universally better—the outcome likely depends on your target audience and the campaign’s goal. Here are some thoughts: Certainty Framing – […]

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    Q: Do you have any insight on whether integrating an individual giving appeal with other comms from the charity in both appearance and messaging can uplift results? Or does the actual appeal become ‘lost’ for lack of stand-out?

    Integrating an individual giving appeal with other communications from a charity can have both positive and negative effects, and the outcome largely depends on how it’s executed. Advantages of Integration Brand Consistency: Maintaining a consistent appearance and messaging across all communications can reinforce the org’s brand identity and strengthen brand recognition and trust among your […]

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    Q: Is there any research on response rate impact in direct mail when referring to a sustainer gift as ongoing or recurring (catching all frequencies) v. monthly or annual?

    I’m not aware of any in-market tests specifically comparing recurring vs. gift frequency language. I suspect the answer might not be the same with all gift frequencies, nor with all people. It sounds like a great opportunity for you to test and find out what works for your audience. Based on the literature, here’s a couple […]

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    Q: A major conservation nonprofit sends me lots of mail, many of which have on the envelope “time to renew” or “2nd notice.” I find this practice deceptive, especially as I haven’t given to said organization since 1997. It must be effective or they wouldn’t do it. But is it ethical?

    Based on what we know from existing data, those renewal notices can actually be pretty effective in getting people to donate. They tap into our psychology – creating a sense of urgency, reminding us of past support, and using personalization to make the message hit home. They’re playing on our natural tendencies to feel obligated […]

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